A List of the Types of Print Advertising

by Michelle Strait, Demand Media

Print advertising continues to reach consumers.

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Print advertising is far from dead. Website, search engine and social media marketing are a common part of most marketing campaigns. But the business world hasn't completely shunned print advertising in favor of the digital world. For example, the Ad-ology website says advertisers spent $20 billion on magazine ads in 2010. Circulation of print publications has decreased, but print advertising remains a viable marketing method.

Newspaper Advertising

Newspaper advertising includes publications such as national, local and community newspapers. According to Dun & Bradstreet, small businesses have an advantage over national businesses when it comes to newspaper advertising. Depending on the location of your business, advertising in a national newspaper such as "USA Today" might not make sense. If the goal of your business is to attract local customers, then advertising in a neighborhood or small local newspaper is an effective way to reach your target audience. The price of your print ad depends on the newspaper's popularity and your ad's size. With so many different ad sizes available, you can probably find a size that fits your budget. You also might have bargaining room with a small newspaper that you wouldn't have with a national newspaper.

Magazine Advertising

Magazine advertising includes advertising in regional and national magazines. Magazines present an effective way to brand your business. A magazine gives you freedom to focus on creating an ad that's visually appealing. Appearances might not count as much if your goal is to simply attract customers. However, appearances count when you're working to increase your visibility and build a public image. Magazine print ads run the gamut when it comes to cost. An ad can cost a few hundred dollars or anywhere from $2,000 or more -- depending on the magazine. It's important to focus on advertising in magazines favored by your target audience. A national maternity magazine is probably not the best place to run a $2,000 full-page color ad for your startup skateboard company. On the other hand, a $800 display ad in a local magazine that targets skateboarders or teenagers might pay for itself.

Directory Advertising

Directory advertising includes advertising that appears in places such as the Yellow Pages and regional or industry directories. For example, your local Chamber of Commerce probably prints a directory that contains all its members and their business information. Appearing in such a directory can potentially expose you to a new client base -- depending on your target market. Appearing in the Yellow Pages can help, as well. According to Entrepreneur, appearing in the Yellow Pages lets consumers know you're a legitimate business. Con artists are less likely to appear in the Yellow Pages because it makes them too easy to find. When placing a Yellow Pages print ad, remember that size matters. Not only is a display ad more noticeable, but also it influences the way consumers see your business. Entrepreneur reports that if a small display ad appears next to a large display ad, consumers subconsciously think the business with the larger ad is better. If you can't afford a display ad, at least get your line ad placed in bold.

Additional Print Advertising Methods

Additional print advertising methods include brochures and flyers. Brochures are sometimes found on display racks in public places. You might see flyers on windshields or inserted into newspapers. Postcard advertising also falls into the category of print advertising. One side of the postcard contains a print ad and the other side contains a mailing address. Postcards give you a chance to create a colorful, glossy ad for less than it would cost to advertise in a magazine. Your audience is also targeted because you send the postcard to specific people or businesses.

About the Author

Michelle Strait is a professional writer with over five years of experience. She has written for several publications, including "Writer's Digest." She has also created logic puzzles for "Penny Press Magazine." Strait graduated from the University of Alabama with a bachelor's degree in journalism and English.

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